MATRIX is breaking with typical auto show conventions and turning its back to the fairgrounds. The trade fair booth is transformed into a sleekly pop-up shop and nightclub. This stand-alone showroom in the city center is accessible to everybody. It transforms from a daytime retail hub to the city’s hottest night club and back in twelve-hour intervals. The involvement of local partners makes the club even more authentic. Donning VR headset, visitors find themselves in a digital MATRIX while standing in the real one. This double reality renders a vivid and exciting experience of the new car’s features while mixing virtual and actual space.